We created a simple “D.I.Y Streetball Kit” which could be easily assembled anywhere by anyone. 200 of these were produced and distributed them to streetball lovers via online application.

And they did the rest.

Power poles, brick walls, trees, traffic lights and assorted street furniture were transformed into basketball hoops.

Having constructed their very own basketball playgrounds, teenagers became an advertisement themselves when they played the game in unlikely locations -- it was not just a game, it was more like a spectacle.Street basketball became basketball streets.

We turned a low budget of $10,000 into 200 wholly owned, fully targeted media placements.

These were exposed to 2 million people and engaged over 40,000 people in street basketball.

$10,000＝200 basketball courts＋2 million audience＋40,000 ballers＋immeasurable passion for street basketballMost importantly, Gatorade became perceived as the brand that champions the unconventional spirit of street basketball.